Frequency challenges found in the FMCG industry
Sell through retailer that brand don’t have directly channel to connect customer.
Since for brand don’t have channel to connect customer, cannot collect customer data and get insight of customer behavior by yourself to create campaigns that suit for their customer.
The difference between competitors in the FMCG industry is very low, as they have similar products, prices, and sale channels. Therefore, consumers can turn to other brands.
Even though there are currently more products sold through e-commerce platforms, consumer behavior in this industry still is chosen to buy through platforms that offer many products from a single store or channel. In order to encourage purchases or create an engine, distributors like mom-and-pop shops, merchants, etc. act as the intermediaries between businesses and their customers. They also act as channels that bring businesses and their customers closer together, such as redeeming rewards through a merchant.
Even selling the product though distributor, Brand can collect customer data by asking them to upload receipt or earn unique code on product for the reward (point or lucky draw campaign).
Promotion and marketing campaigns can be different from competitors. They can be a stimulus for repeat purchases or increased engagement. The mission campaign can target each group of customers and encourage them to achieve goals, which can be both spending and purchase frequency, including inviting friends. In addition, the reward of a mission affects all consumers.
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